Addressing the Diversification Bias

The Challenge: Balancing healthy nutritious food with sufficient variety and child appeal is an everyday challenge for mothers. We sought a deeper understanding of the relation between what the ideal lunchbox for a child, and what is actually packed.

What we did: idstats conducted focus group discussions with Singaporean mothers, to find out about what was important when packing lunch for their child(ren). To observe their attitudes and habits in their own environment, they documented their daily routines in a mobile diary.

The Results: A clear divergence emerged between what mothers said was the most important factor (“variety”) and what they actually did (packing mostly same items) revealing that mothers are more motivated by the fact that the contents in the lunchbox would be eaten vs. variety. The findings were used to drive communication and the content created was used to drive engagement with young mothers.